By Jia Wertz
Wall Street in downtown New York is typically pretty quiet after office hours, but that wasn’t the case last night. The H&M X Balmain collaboration created all sorts of buzz with their fashion show held on Wall Street. Drawing a large crowd of people who, with or without tickets to the event, were hoping to get a peak at the likes of Kylie and Kendall Jenner, Jourdan Dunn, Gigi Hadid, Karlie Kloss, and all the other big names in the biz who were in attendance. But the event was invite only, in a highly secured venue that used to be a bank. The fashion show ended with a surprise performance by the Backstreet Boys (FOMO in overdrive).
The collection will be available in stores and online starting November 5th, and will include apparel and accessories for both men and women. The Parisian house of Balmain, with Olivier Rousting as their Creative Director, has garnered a mass amount of celebrity attention and collaborations.
“I want to talk to my generation: this is my main purpose as a designer. H&M allows me the unique possibility of bringing everyone into the world of Balmain, getting a piece of the dream and creating a global #HMBalmaination: a movement of togetherness, fueled on a hashtag. The collaboration felt extremely natural to me because everybody can connect with the H&M brand. It calls for unity, and I am all for it”, says Olivier Rousteing.
While Ann-Sofie Johansson, Creative Advisor at H&M said, “We are excited to have Balmain as our guest designer at H&M and create a truly involving experience for everybody. With its mix of couture spirit and street wear attitude, Balmain owns a unique style, at once opulent and direct, sensual and energetic. It is also closely linked to the show business and music worlds, which adds another element of surprise.”
H&M and Balmain asked fans to join a movement of togetherness via social media with the hashtag: #HMBalmaination.